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Glossary of Marketing Terms

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What are text marketing best practices?  

Text marketing, or SMS marketing, is a powerful tool for engaging customers directly on their mobile devices. Here are the top text marketing best practices:

1. Obtain explicit consent


  • Ensure compliance with regulations such as the Telephone Consumer Protection Act (TCPA) and GDPR by obtaining explicit consent from recipients before sending any marketing messages.
  • Use opt-in mechanisms such as web forms, text-to-join keywords, or paper forms to gather consent.

2. Provide clear opt-out options


  • Make it easy for recipients to opt-out of receiving further messages by including clear instructions in every text.
  • Use simple keywords like "STOP" or "UNSUBSCRIBE" for opt-outs and process these requests promptly.

3. Segment your audience

  • Segment your contact list based on factors such as demographics, purchase history, behavior, and engagement.
  • Tailor your messages to different segments to increase relevance and effectiveness.

4. Personalize your messages

  • Use personalization techniques such as addressing recipients by their name and sending messages based on their preferences and past interactions.
  • Make the content of the message relevant to the recipient’s interests and needs.

5. Craft clear and concise messages

  • Keep your messages short, clear, and to the point. Aim for brevity while ensuring the message is informative and engaging.
  • Include a clear call-to-action (CTA) that tells recipients what you want them to do next.

6. Timing is crucial

  • Send messages at appropriate times to maximize engagement. Avoid sending texts early in the morning or late at night.
  • Consider the recipient's time zone and the nature of your message when scheduling texts.

7. Use SMS for time-sensitive information


  • Leverage SMS for urgent and time-sensitive communications such as flash sales, appointment reminders, event updates, and order confirmations.
  • Ensure the timing and content of these messages are relevant and provide immediate value.

8. Provide exclusive offers and content


  • Reward subscribers with exclusive discounts, promotions, and content that they can’t find elsewhere.
  • Use SMS as a channel to deliver special deals and incentives that encourage customer loyalty and engagement.

9. Integrate with other marketing channels

  • Coordinate your SMS marketing efforts with other channels such as email, social media, and your website to create a cohesive marketing strategy.
  • Use SMS to complement and reinforce messages delivered through other channels.

10. Monitor and analyze performance

  • Track key metrics such as open rates, click-through rates, conversion rates, and opt-out rates to gauge the effectiveness of your SMS campaigns.
  • Use this data to refine your strategies and improve future campaigns.

11. Maintain compliance and privacy

  • Stay updated on the latest regulations and best practices for SMS marketing to ensure compliance.
  • Protect recipients' privacy by securing their data and using it responsibly.

12. Test and optimize

  • Conduct A/B testing on different message elements such as content, timing, and CTAs to determine what works best.
  • Continuously optimize your messages based on test results and performance data.

13. Leverage two-way communication

  • Encourage recipients to reply to your messages and engage in two-way communication.
  • Use SMS to gather feedback, conduct surveys, and provide customer support.

14. Automate where possible


  • Use automation tools to streamline your SMS marketing efforts, such as sending automated welcome messages, birthday greetings, and follow-up texts.
  • Set up automated workflows for common scenarios to save time and ensure consistency.

15. Respect message frequency

  • Avoid overwhelming recipients with too many messages. Find a balance that keeps them engaged without becoming intrusive.
  • Monitor engagement and adjust the frequency of your messages based on recipient responses and behavior.  

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